Do’s and Don’ts of Print Advertising

One of the most universal truths in marketing is, “don’t put all your eggs in one basket.” In order to reach a large number of potential customers (or patients, in the case of our many healthcare marketing clients) and to reach them consistently enough that they know who you are, you need to utilize several different mediums. The possibilities are endless, but one option some companies overlook is print advertising. From magazines to newspapers, print media has proven successful for our clients at McCauley Marketing Services. But like any other form of marketing, the quality of your ad and how it works in tandem with other things is a powerful factor. To help you make the most of your advertising budget, here are a few tips for print ads.

Do…

…Get the ad specifications (like page size, active area, color settings, etc.) before you begin designing your ad. There’s nothing worse than spending hours putting together a beautiful and effective design before realizing that the graphic design requirements are significantly different than you expected, forcing you to go in and rearrange your entire design.

…Review the ad at the actual size it will appear in print. For instance, let’s assume you’re running a 1/8th-page ad in a magazine. When you’re creating the design, you’ll probably have the ad enlarged so you can be precise and see all the details clearly. But before you submit it to the magazine, be sure to print and view it at the actual size to make sure all the text is large enough to be readable. If you’re not sure what size the ad will be in the final print issue, you may want to purchase of copy of the magazine to see for yourself.

…Choose your medium carefully. For example, if you’re marketing a pediatric office, your print advertising will be much more successful in a magazine geared toward young families, like Atlanta Parent or Highlights, as opposed to a magazine whose target audience is less likely to have children, like Vogue. You should also consider the geographic location as well. If your services are only available for local Atlantans, it’s best to advertise in a local magazine, while nationwide companies or those who sell products online can benefit from the larger audience of a national publication. However, keep in mind that some magazines actually adjust the ads that are featured based on what city each copy is sent to, so in some cases, national magazines can still be effective for a local business.

…Make sure all your graphics and pictures have high enough quality. While images on the web are typically a lower resolution at just 72 DPI (dots per inch), printing requires a much clearer image with at least 300 DPI, so make sure you can find a high-resolution version of any images you want to use before you plan on incorporating them into your design.

…Tell readers what to do next. It’s great to let people know who you are and what you do, but you should also include a “call to action,” specifically telling them how to move forward and take advantage of your service. This could be as simple as “visit our website,” or you could even include an incentive like a contest or discount for readers to receive.

Don’t…

…Use an image or phrase that you don’t have permission to use. This can result in hefty fines as well as damage to your credibility, so make sure you have the proper permissions to use an image or term before including it in any print or even online advertising. For instance, make sure you use the proper channels to purchase any stock photos you want to use, and include the appropriate symbols like ® or ™ for any trademarked brands or product names.

…Clutter your ad with too many visuals. A print ad needs to be eye-catching while also conveying your message in a clear and quick way, so while you want to make sure to give readers an understanding of you and your business, less is more when it comes to ad designs.

…TELL readers something when you could SHOW them. One of the quickest ways to clutter up an ad is with too much text. If there’s an effective way to show your readers what you do, rather than writing it out, opt for the visuals instead.

…Get stuck in a rut. If you’re advertising in the same newspaper every week for years on end, you’ll probably reach a point of diminishing returns on your investment. While it is important to give any medium a few months to work (rather than placing one ad and deciding the publication wasn’t successful), be sure to incorporate some variety as well.

…Underestimate the value of white space. It’s understandable that you want to pack as much information as possible into the ad space you’ve purchased, but leaving white space between your text areas and your graphics is anything but a waste. It actually makes your ad much more readable, while also looking attractive, professional, and clean-looking.

So how important is it to put out the best print ad you can? Think of it this way: you’re paying the same amount for that ad space whether it generates customers or not, so it’s up to you and your ad designers to truly make your investment count. If you want to leave it to the professionals, schedule a meeting with our team at McCauley Marketing Services to discuss how we can create a clear and on-brand ad for your business. Or, for more helpful marketing and advertising tips, join us on Facebook, Twitter, and Google+.